Buick unveiled its Super Bowl advert starring NFL MVP Cam Newton and supermodel Miranda Kerr. Created by advertising agency Engage M1, the 30-second spot airing in the first half of the Super Bowl 51, invites fans to “Experience the New Buick” by resetting expectations about the brand’s modern vehicles. “Pee Wee,” is Buick’s second year in a row advertising during the game, part of a broader advertising campaign to promote a fast-growing brand in the process of launching seven new models in under 24 months.
The lighthearted commercial shows surprising reactions to the beauty and sophistication of Buick vehicles such as the Encore SUV and Cascada convertible and provokes viewers with its “That’s a Buick?” theme.
“Buick is experiencing unprecedented sales success and consumer awareness backed by the remarkable third-party quality and reliability validation,” said Duncan Aldred, vice president of Global Buick Sales, Service, and Marketing. “Our latest vehicles like the Encore and Cascada belong in the spotlight on a global stage only the Super Bowl can offer.”
The ad takes place at a Pee Wee football game where two dads are in the stands watching their kids play. As a Buick pulls into the parking lot, one of the men says, “Check out that Buick!” with delight. The other dad says, “If that’s a Buick, then my kid is Cam Newton,” and an interesting turn of events follows.
“Every time I take the field, I aim to shatter traditional expectations of the quarterback position,” said Newton. “Buick’s doing the same thing with this ad, and I think everyone watching will love it. It was so fun going back to the Pee Wee field with such great kids.”
“I am excited to star in Buick’s Super Bowl ad this year,” said Kerr. “The commercial is fun and filled with some unexpected surprises, and showcases how beautiful and cool the Buick Cascada and Encore are.”
Making of Buick’s Super Bowl commercial
